Food & Drink Influencer Marketing Benchmarks

How much of the Germany creator feed is Food & Drink?

Third out of 21 sounds comfortable until you look at the neighbours. Food & Drink takes 16.04% of the feed, and Beauty & Wellness sits at 15.95%, so the category is virtually level with Beauty & Wellness and its third place rests on a margin too thin to see on the bars. Above it the distance is wide: Shopping & Fashion and Entertainment each hold far more of the feed. On attention, Food & Drink sits with the cluster of lifestyle categories in the mid-teens and below rather than with the two leaders. It is a large category, but one that shares its slice of the feed with beauty at very close quarters.

Who are the most visible creators in Food & Drink in Germany?

Big audiences and strong engagement do not line up among these creators. Simha Lily engages at 10.06%, several times the rate of either of the other two. Seda Ferah draws her very large view count at 2.34%, and Dagi's sizeable reach comes with an engagement rate of just 0.33%. A rate that low may partly reflect more boosted distribution, which adds views without a matching rise in interactions. Attention is not locked up by a few names. The 20 most viewed creators together hold 12.23% of category views, so most of the category's attention goes to creators outside that group.

1. 1Seda Ferah@ferah_kitchen503M views2.34% ER
2. 2Dagi@dagibee257M views0.33% ER
3. 3Simha Lily@simhalily178M views10.06% ER

The 20 most viewed creators hold 12.23% of all Food & Drink views in Germany.

What is a good engagement rate for Food & Drink content?

Paid content in Food & Drink engages at 0.88%, against 2.09% for organic content, so a paid post earns well under half the interaction rate of an organic one. The brands differ in how much of that drop they take. McDonald's has the strongest organic rate among the listed brands at 3.73%, but its paid rate of 0.99% lands only slightly above the others. It falls furthest below its own organic level. Nutella's paid rate sits closest to its organic one, and it held up better than a quarter earlier, adding 0.12 pp, while McDonald's paid rate slipped 0.2 pp. Milbona lands in between. Organic rates spread the brands apart, while paid rates pull them into a narrow band below 1%. On these figures, an organic lead carries over very little once content is paid.

Brand	Organic ER	Paid ER
McDonald's	3.73%	0.99%
Milbona	2.94%	0.83%
Nutella	2.74%	0.77%

How much of the category are official partnerships?

Food & Drink is among the more commercial categories in the German feed. Ranked on the share of views on posts carrying a partnership, sponsorship or boost, it stands 5th of 21 at 13.72%, well above the 5.83% cross-category median. It is virtually level with Home & Garden, and only Tech & Gadgets, Beauty & Wellness and Shopping & Fashion sit clearly higher. The other measure, the share of views earned inside each quarter on paid-supported posts, has moved up unevenly. It went from 5.04% four quarters earlier, with a dip along the way, to 7.45% in the prior quarter and 9.32% in the latest, the highest of the quarters shown.

Advertising you cannot see on a creator profile

Dark boosts are creator-collaboration ads that never appear on the creator’s profile. In Food & Drink, Germany, Q3 2026 they carry 6.64% of the paid reach.

• 11M reach
  Sara | Sauerteig & Alltagsrezepte@saraelisa.an

  Paid by REWE1 ad
• 5.1M reach
  Ronja Pfuhl | Food Fotografin@miss_gruenkern

  Paid by REWE1 ad
• 2.5M reach
  Leander Sacher@leander_sacher

  Paid by Baileys1 ad

Also in the full report

• Timing of BoostingThe median boost starts 4 days after the post goes up.
• Brand Leaderboard20 brands ranked by the public views their creator content earned.
• Paid vs. Earned media20 brands compared on what they bought against what they earned.
• Top Dark Boosts17 more dark placements ranked by the paid reach they delivered.

How these numbers are measured

• Ranked by total public views in the category; share is the creator's category views divided by the category total.
• Cumulative ads reach counts the ads delivering in the quarter, pro-rated to the days each one ran inside it, and a boosted post and a dark ad count once each. No cross-ad deduplication, so one person can be counted twice.
• Creators counts everyone whose content for the brand was live in the quarter, matching the Share of Influence dashboard's own gates; views counts what brand-scored content gained inside it, so the two sit on different populations.
• The paid column counts the ads that delivered in the quarter, public and dark together, each ad's reach pro-rated to the days it ran inside it. The organic column counts views the brand's content gained in the same window.
• Dark boosts are creator-collab ads that never appear on the creator's profile.
• Posts were tagged with categories differently in Q2 2026 than in Q3 2026, so this page does not compare the category's share of the feed with earlier quarters.

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